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FACTBOX-What's in and what's out with shoppers at J.C. Penney

(Adds details)

Aug 6 (Reuters) - J.C. Penney Co Inc has been

struggling to reassure investors it can lure shoppers back into its stores amid fierce competition from online rivals like

Amazon.com Inc and discount retailers like TJX CosInc's Marshalls and T.J. Maxx chains.

The following is a snapshot of what's in and what's out with shoppers at J.C. Penney under the watch of CEO Jill Soltau:

IN:

* Bedding, bath, dinnerware and cookware

* Sephora cosmetics

* Men's Big & Tall business with Shaquille O'Neal

* Liz Claiborne apparel, including dresses and tops

* Worthington and a.n.a. brands OUT:

* Women's accessories such as fashion jewelry

* Handbags

* Major appliances such as washers and dryers

* Beds, dressers and dining tables

(Reporting by Melissa Fares in New York; editing by Edward Tobin and Lisa Shumaker)